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Show AS TO THE "LEADING" PAPEH. It means more than Is commonly supposed when people very generally any of a glvtn nowspaped that It is 'the leading paper" of the town. To be tho lndlng paper ln 11 plaeo denotes de-notes character ns well na prestige; for the prestige of leadership cannot be built up without a mtld foundation of charm ter And this kind of character relate not only 10 the enterpilse with which the newspaper In question trvea Its tender with the news, nnd the ability nnd raiment with which It ills u seen questions editorially, but It also denotes certain almost Intangible but nono the less teal characteristics of its advertising column To advertise In the leading paper denotes de-notes at once a certain standing on the part of the advertiser To be one of h hundred of the leading business houses of a town who advertise ln the leading newspaper denote something more of the same stability nnd character. char-acter. To be one of a hundred or one of two hundied, whose business announcements an-nouncements appear regularly in the leading newepaier, Is to be ln n. list which la pet used, not merely for It news Interest and price Interest, but also for the reliability of lta announcements. announce-ments. Ilelleve the leading paper, and jou do not merely believe lta news dispatches and Its editorial articles, ou are Just as certain to believe Its business announcements Thin is why so many advertlscra (no nutter vihat American city we might refer to) advertise ad-vertise In the leading paper, and In no other. They would consider the use of space In other Journals however worthy In every way, as more or less 11 waste, for It would be more or less a duplication, dupli-cation, and while the price charged by these other journals, no matter how worth), might be loner, there Is ivnthlng so expensive as a chap thins If you don t get what you want b paving fnr It |